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            <p class="pagenavi">
                <a href="/en/Index.aspx">Home</a> > <a href="/en/Biz/CoreAsset/Overview.aspx">Our Business</a>
                > <a href="/en/Biz/CoreAsset/Overview.aspx">Core Asset Operation</a> > Modern Agribusiness</p>
            <p class="title_big">
                Joyvio Co., Ltd.</p>
            <p class="s_info">
                As a member of Legend Holdings, Joyvio Co., Ltd. specializes in the investment and
                operation of related businesses in the area of modern agribusiness.
            </p>
            <p class="title_small">
                Background and Prospect</p>
            <p class="s_info">
                As the economy and society develop in China, consumers’ demand for safe, high-quality
                agricultural products continues to grow, but supply falls far short of demand. The
                ultimate solution to this challenge is the modernization of China’s agriculture
                industry – large-scale, standardized operations producing branded products.<br />
                <br />
                It was against this backdrop that Legend Holdings decided to enter this sector and
                set up its Modern Agribusiness Business Unit in July 2010. Given Legend Holdings’
                mid- to long-term strategic goal, Joyvio was established on August 9, 2012. It grew
                from the Modern Agribusiness Business Unit and is independently operated.</p>
            <p class="title_small">
                Connotation of the Brand Name</p>
            <p class="s_info">
                In the English brand name Joyvio, “Joy” means happiness and “Vio” originates from
                the French word Vie, meaning “life”. So, “Joyvio” means “a healthy and happy life”.
                The brand name expresses the company’s core value of making a promise to the industry
                and consumers.</p>
            <p class="title_small">
                Mission</p>
            <p class="s_info">
                Its mission is to provide safe and premium agricultural products and food to consumers
                through integrating global resources, and to lead and advance the development of
                modern agriculture in China, contributing to the industry and social development
                of the country.
            </p>
            <p class="title_small">
                Vision</p>
            <p class="s_info">
                To build a premium agricultural product and food brand to be trusted by consumers,
                and to be a respected, influential global enterprise excelling in multiple categories
                within the modern agriculture industry.
            </p>
            <p class="title_small">
                Areas of Investment</p>
            <p class="s_info">
                The company will seek out investment opportunities in a systematic way, and expand
                into different categories with planned phases. At the current stage, it focuses
                on categories such as fruits, vegetables, teas, aquatic products, condiments and
                leisure food.
            </p>
            <p class="title_small">
                Creating Value for Our Partners</p>
            <p class="s_info">
                Relying on Legend Holdings’ overall strengths, Joyvio enjoys unique advantages in
                terms of global operation capability, industry integration, brand marketing, management
                expertise and corporate culture. It will be able to cooperate closely with all its
                partners to create healthy, advanced modern agriculture value chains to achieve
                mutually beneficial, sustainable development.</p>
            <p class="title_small">
                Business Progress</p>
            <p class="s_info">
                Joyvio has entered the fruit business, relying on its wholly-owned subsidiaries,
                Beijing Huaxia Liancheng Fruit Co., Ltd. and Wallen Blueberry Fruits Co., Ltd. ,
                to deploy whole value chains in the fruit area.</p>
            <p class="title_small">
                <a href="http://www.hxlc-fruit.com" target="_blank">
                    <img src="/en/!images/logo_huaxia.jpg" /></a><br />
                Beijing Huaxia Liancheng Fruit Co., Ltd.
            </p>
            <p class="s_info">
                Beijing Huaxia Liancheng Fruit Co., Ltd. was founded in May 2011 to specialize in
                producing safe, premium fruit. It adopts a comprehensive value chain operation model,
                covering R&D, growing bases, processing, logistics, brand marketing and sales. It
                leverages those Chinese regions best-suited for certain types of fruits, and takes
                advantage of its own strengths in management expertise, marketing and capital. It
                will build large-scale growing bases and large-scale, modern processing and logistics
                networks to ensure the safety and quality of products.
                <br />
                <br />
                The company has five subsidiary companies in five locations focusing on growing
                high quality kiwi fruits – Zhouzhi county (Shaanxi province), Meixian county (Shaanxi
                province), Yangling (Shaanxi province), Xixia county (Henan province) and Pujiang
                county (Sichuan province). In the next five years, it will invest incrementally
                to create a national layout of premium kiwi fruit growing bases to hit a 100,000-ton
                annual output target.</p>
            <p class="title_small">
                <a href="http://www.wallenagr.com/" target="_blank">
                    <img src="/en/!images/logo_wolin.jpg" /></a><br />
                Wallen Blueberry Fruits Co., Ltd.
            </p>
            <p class="s_info">
                Founded in 2006, Wallen Blueberry Fruits Co., Ltd. (“Wallen”) at Qingdao, Shandong
                province is a large-sized, modern agriculture enterprise specialized in the breeding
                of tree species and seedling, growing, fruit processing, sales, and export and import
                of blueberries. It has 36 large growing bases, which can handle the breeding of
                tree species and seedling, and the total area of these bases is 15,000 mu (1,000
                hectares). In 2010, a 50 mu (3.34 hectares) fruit refrigerated storage and processing
                center was launched, signaling that the company has built a whole value chain covering
                various stages from breeding to the processing of products.
                <br />
                <br />
                Wallen puts “food safety” as its top priority. During the past several years, seven
                growing bases obtained organic food certifications from JAS in Japan and the China
                Organic Food Certification Center. Four growing bases obtained GAP certifications
                from Europe, and one base was registered at the Administration of Quality Supervision,
                Inspection and Quarantine of PRC. Its frozen blueberry products were certificated
                by the ISO22000 food safety management system.<br />
                <br />
                With the slogan “Master the whole value chain, and create good products,” the company
                plans to increase investment in the next five years, and extend operations to high
                quality growing areas of blueberries across the globe. It will set benchmarks for
                the industry in many critical parts in the value chain such as species and seedling,
                growing, fresh fruits, and processing, providing safe, delicious blueberry fresh
                fruits and related products to consumers, with the production process being able
                to be traced.</p>
            <div class="business_infobar">
                <img src="/!images/leader_csp.jpg" />
                <div class="business_leader">
                    <p>
                        Chen Shaopeng<br />
                        Senior Vice President and Member of the Executive Committee, Legend Holdings Limited</p>
                    <p class="leader_post">
                        Managing Director, Joyvio Co., Ltd.</p>
                </div>
                <p class="clear">
                </p>
                <p class="business_info">
                    Mr. Chen Shaopeng is Senior Vice President and a member of the Executive Committee
                    of Legend Holdings and Managing Director of Joyvio Co., Ltd., in charge of modern
                    agribusiness operation.<br />
                    <br />
                    Previously, he was Senior Vice President of Lenovo and President of its Emerging
                    Markets Group, in charge of strategic development, marketing, sales, services, and
                    operations in more than 150 emerging markets, including the Chinese mainland, Hong
                    Kong, Macao, Taiwan, South Korea, India, Russia, ASEAN, Eastern Europe, Africa,
                    and Latin America.<br />
                    <br />
                    Mr. Chen has almost 20 years of experiences in the IT industry in marketing, product
                    development, sales, channel management, and overall operation and management. He
                    is one of the key builders of Lenovo’s “Dual Business Model” and its “Greater Lenovo”
                    channel system. After Lenovo’s acquisition of IBM’s PC business, he led the integration
                    in its China region, and drove the design and implementation of Lenovo’s rural strategy
                    in China. His efforts led to sustainable, fast growth of the company’s business
                    in China, and contributed to the company’s maintenance of its top position in the
                    Chinese market for 14 consecutive years. During the same period, he led his team
                    to improve the company’s corporate social responsibility (CSR) system, raising it
                    to strategic levels with a long-term perspective. He also led and drove Lenovo’s
                    2008 Olympic strategy, raising global awareness of the Lenovo brand.<br />
                    <br />
                    Chen joined Lenovo in 1993 and started at the grassroots level in sales, while working
                    in several challenging regional markets and delivering outstanding performance results.
                    In 2001, he was promoted to Vice President of Lenovo and put in charge of its desktop
                    business unit, marketing and sales. In October 2005, he was put in charge of the
                    Greater China operation. In April 2006, he was promoted to Senior Vice President
                    of the company and President of the Greater China region. In December 2008, he was
                    promoted to President of the Asia Pacific/ Russia region.
                    <br />
                    <br />
                    In March 2009, he was promoted to President of the Emerging Markets Group (EMG)
                    at a time when the company’s market share in emerging markets was only about 3 percent.
                    From 2009 to 2011, Chen and his team worked tirelessly in the regions to garner
                    a growth rate that was three times that of the market average for eight consecutive
                    quarters. He increased Lenovo’s market share in 14 countries (including India and
                    Russia) to above 10 percent. Furthermore, the company’s overall market share in
                    emerging markets topped the industry. In this process, he built an outstanding,
                    diverse, and global operation and management team in emerging markets.<br />
                    <br />
                    Chen joined Legend Holdings in November 2011 as a Senior Vice President and a member
                    of the Executive Committee, in charge of the company’s modern agribusiness operation.<br />
                    <br />
                    Chen graduated from the Beijing Technology and Business University with a Bachelor’s
                    degree in Computer Engineering & Applications in 1992. He obtained an EMBA from
                    Tsinghua University in 2005.<br />
                    <br />
                    Chen was a recipient of the 2007 “CCTV Businessmen of the Year” award. He has also
                    received other honors: Top 50 Charismatic Persons in China, China’s IT Person of
                    the Year, Top 10 Innovative Talent in China, China’s Digital Hero, Top 10 CEOs in
                    China, China’s Top 10 Young CBOs, and Business Person of the Year in China’s IT
                    Industry.
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